BTA: ‘Content Worth More Than $26M In Value’

July 15, 2016

Last year, the BTA spent $180,168 hosting journalists in Bermuda, and the “public relations efforts generated editorial content worth more than $26 million in advertising value for the island’s tourism economy in 2015,” the Bermuda Tourism Authority said today.

The BTA said, “The Bermuda Tourism Authority’s [BTA] public relations efforts generated editorial content worth more than $26 million in advertising value for the island’s tourism economy in 2015. Much of that content was from 108 journalists who visited the island last year with the assistance of the BTA’s sales and marketing team.

“BTA worked with partners and specific media outlets to introduce a new generation of travellers to Bermuda,” said the BTA’s Chief Sales and Marketing Officer Victoria Isley. “The success we saw last year is a direct result of our team putting Bermuda in front of editorial decision makers.

“We had compelling stories to share about the re-emergence of Bermuda as a youthful, adventurous, culturally rich destination and the journalists who came to the island were able to experience island life for themselves.”

A collage of editorial coverage featuring stories about Bermuda

Editorial_Coverage_Collage Bermuda July 15 2016

The BTA said, “Bermuda was named Best Island by Outside Magazine in its Best of Travel issue last year, Wall Street Journal called Bermuda the ‘new destination for adrenaline junkies’ and the island was on the cover of the romance issue of Conde Nast Traveler.

“Robb Report, Triathlete Magazine, Climbing Magazine and Scuba Diver Life are some of the other media outlets to feature Bermuda in at least one article in 2015. In North America alone, it’s estimated consumers were reached more than one billion times with editorial content about Bermuda online, in print or otherwise.

“In 2015, the BTA spent $180,168 hosting journalists in Bermuda. When measured against the advertising value of $26.4 million, the BTA earned $146 of marketing exposure for every $1 it spent on journalists.

“Additionally, 92 percent [or $165,149] of the money spent hosting journalists in 2015 was spent on-island at local restaurants, hotels, attractions and transport companies. In addition, some island stakeholders contributed to the efforts through complimentary hotel rooms or discounted pricing.”

The topic was the subject of Parliamentary Questions today in the House, audio below:

“The BTA’s public relations team is working to maintain its print and online momentum in 2016, while at the same, generating greater exposure for Bermuda on television.

“In the first quarter of 2016, more than $2 million in advertising value was realised; ten journalists visited over that three-month period. This summer it was revealed Travel + Leisure readers rated Bermuda one of the top ten islands in its annual World’s Best Awards Survey.

Ms Isley added: “Public and media relations is one of the tools in BTA’s integrated marketing tool box. Telling stories through third party partners is an excellent way to build credibility.

“We are proud of the results of our efforts, and grateful to the many local partners that work with us in sharing Bermuda’s mystique, character and hospitality with media partners and ultimately travellers.

“One of the most recent integrated media partnerships includes NBC’s 1st Look programme which will air again in New York on July 16.”

The BTA added that leisure air arrivals year-over-year for 2016 are on a positive track, up 9 percent through May 31, 2016.

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Comments (13)

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  1. JR Smith says:

    how hard was that Kenny?

  2. Rockfish#1 and #2 says:

    This is all well and good, but unless it results in a marked increase in air arrivals, it will be deemed a waste of effort and our money!

    • Tourism Advocate says:

      Leisure air arrivals were up 14% in Q1 2016. So money well spent then.

      • How about de last 4 years.

        • hotcrossbuns says:

          Blame the PLP for that one…they handed the BTA a train disaster. Economy in the ditch when they took over after 15 years of crap.

        • Toleratate says:

          Thought the article was based on…. “Last year, the BTA spent $180,168 hosting journalists in Bermuda, and the “public relations efforts generated editorial content worth more than $26 million in advertising value for the island’s tourism economy in 2015,”….. so how does DE last four years factor in… try staying on topic…. and stop pressing the Like button… you’re embarrassing yourself….

  3. archy says:

    maybe the headline should read: PR team does job.

  4. Tomas says:

    BTA needs to include a list of all these “journalists” as 90% would fit the travel blogger, foodie and fashionista categories. Also BTA should show how they determine the ROI they expect from each of these “journalists”, before they hand them a free trip to Bermuda. April and May air arrivals were nothing to rave about. What happened to the new Tourism website that Hanbury promised would be up and running in early 2016, a new website could bring in far more than this ad value.

  5. Bill says:

    How much did the BTA pay Outside Magazine?

    It’s not new, it happens all the time. You pay for the results you want.

    • Tomas says:

      Good question, Bill! BTA wants the public to think these nice stories they use as examples are a result of the trip BTA arranged. BTA paid for most or all those articles and in many cases the “journalists” profited from the free trip by selling an article on their Bermuda trip inclding photos supplied by BTA. The yearly BTA Financials do not provide enough detail for stakeholders and taxpayers to evaluate the ROI on each scheme. Why isn’t BTA required to provide details of exec staff travel and living expenses like the Ministers are?

      • Rockfish#1 and#2 says:

        I understand the BTA employees are discouraged from discussing their travel and living expenses.

        When the employees return from their current trip to the UK, the press should ask for that information.

  6. thetruth says:

    This is about 1% of what we paid to Global Hue.